GREENWASHING
SWEET SPOT
GREENHUSHING
Legally compliant & user-friendly sustainability communication at product level.
The challenge for all brand owners
New EU directives require brands to provide consumers with legally compliant and product-specific information. The EU ECGT, Green Claims Directive, the Digital Product Passport and other directives are forcing all brands to review their packaging designs.
Together with our partner INFO.LINK we make it easy for food distributors to create consumer-friendly and legally compliant information pages for every product, as well as a future-proof QR code for its packaging.
Almost all packaging has to be touched.
Get started and pilot now: Only we offer the single SKU analysis incl. Artwork customization (360°/packaging) in 4 weeks to get started. This allows you to approach the challenge before you start an entire green claims portfolio analysis and roll-out.
We don’t just talk about the future of food packaging, we actively shape it with you. Don’t wait until the next packaging changeover or reorder is due. Let us show you the safe path to the future of sustainability communication on Pack now. We look forward to a no-obligation initial consultation and free demo.
Start your Green Claims portfolio analysis now and take the first step with a concrete master artwork.
MILK and info.link help your team to comply with current and future EU directives that require the sharing of product-specific environmental information with consumers.
Per-se prohibitions of the ECGT Directive
General environmental claims
Claims such as “environmentally friendly”, “green”, “climate-friendly” or “nature-friendly” must be clearly explained and substantiated, e.g. “biodegradable” would require an explanation that the packaging is degradable in home compost, for example, within one month.
Misleading overall claim
An environmental claim for the entire product or company is misleading if it only refers to one specific aspect.
“Self-label” without “certification system”
It is prohibited to display a sustainability label that is not recognized by the state or based on an official certification system:
1 ➔ Open to all traders
2 ➔ Requirements developed by the system owner with experts
3 ➔ Handling of violations is defined (including withdrawal of the label)
4 ➔ Monitoring according to an objective procedure and by a third party
CO2-neutral claims based only on offsetting
CO2 neutrality claims based only on offsetting are misleading; real CO2 savings in the life cycle are necessary.
EU Green Claims Check: Sustainability communication with substance
Anyone who designs sustainable packaging also wants to communicate this – on the label, in the online store, in the campaign. But what can you say? And how do you prove it in a legally compliant way? The answer is provided by the forthcoming EU directive on environmental claims, the Green Claims Directive for short.
With our Green Claims Packaging Check, we support brands in formulating their sustainability promises on packaging and in communication in a legally compliant, transparent and credible manner – and in ensuring that they are compliant with regulations.
What is the Green Claims Directive?
The EU Green Claims Directive is a planned directive that aims to regulate the use of environmental or sustainability claims in product and brand communication. Its aim is to protect consumers from misleading, unfounded or generalized “green” claims – and to prevent greenwashing.
Examples of affected statements:
- “climate neutral”
- “sustainably packaged”
- “100 % recyclable”
- “produced in an environmentally friendly way”
- “biodegradable”
The directive sets out clear requirements for the verification, methodology and transparency of such statements – and applies in particular to communication on packaging, in online stores, product data sheets, marketing materials and advertising.
Why is this relevant for companies?
The directive will affect all companies that actively advertise products with environmental claims in the EU – regardless of sector or size. It is particularly relevant for companies in the following sectors:
- Food & Beverages
- Cosmetics & body care
- Packaging manufacturers & brand owners
- Retail, e-commerce & shipping
In future, start-ups and young brands that advertise sustainability must also be able to document what their claims are based on – and how they have been verified.
What exactly is the EU demanding?
According to the draft, companies that use environmental claims must meet the following requirements in future:
- Verifiability: Each claim must be based on scientifically recognized data and methods (e.g. life cycle assessments, ISO standards)
- Transparency: Source, methodology and data must be publicly accessible or available on request
- External audit: Statements must be verified by independent bodies (e.g. certifiers, auditors)
- Clarity: statements must not be generalized, vague or contradictory
- Comparability: If claims refer to competitors or standards, benchmarks must be defined
This applies to textual statements as well as seals, symbols or labels on the packaging.
Our offer: The Green Claims Packaging Check
With our check, we support brands in reviewing and improving their packaging communication in line with the new directive and putting it on a sound footing.
Three steps to a legally compliant sustainability pledge:
- Audit of existing claims: Analysis of current claims on packaging, webshop, label etc.
- Assessment of the evidence: examination of transparency, validity, source situation and methodological basis
- Optimization & recommendation for action: development of compliant formulations or alternative communication strategies
If required, we work closely with sustainability, legal and compliance partners – for a holistically secure result.
Focus on typical claims
Particularly relevant for the Green Claims Check are statements such as:
- “Our packaging is 100% recyclable”
- “This product is climate neutral”
- “We save 80% CO₂ by switching to paper”
- “Sustainable packaging with grass paper”
- “Environmentally friendly thanks to less plastic”
These statements are often true – but they must be measurable, verifiable and communicated correctly in context.
Green claims in design and trademark practice
For us as an agency, green claims are not just text on packaging – they are part of the overall visual communication. We also provide support with:
- Design of transparent information elements (e.g. sustainability icons, QR codes, microsites)
- Development of brand-compliant sustainability claims
- Content creation around recyclates, CO₂, material selection or recycling principles
- Linking packaging, product and brand to create a credible story
Our goal: Green claims that have substance – not just sound.
FAQ – Frequently asked questions about the Green Claims Directive
When does the Green Claims Directive come into force?
The directive is currently (as of 2025) in the final coordination process of the EU institutions. It is expected to enter into force soon – with an implementation period of approx. 18-24 months.
Does the regulation also apply to voluntary statements?
Yes. All statements relating to ecological characteristics or environmental impacts are affected – regardless of whether they are legally required or voluntary.
How can I formulate a claim in a legally compliant way?
A claim must be: substantiated (e.g. by LCA or standard), understandable (without misleading terms), contextualized (e.g. packaging vs. entire product) and labeled (e.g. with QR link for verification).
What happens if the Green Claims Directive is violated?
The directive provides for sanctions in the event of infringements – including fines, injunctions and potential reputational damage. Warnings from competitors or consumer protection organizations are also more likely.
Can I avoid greenwashing with a Green Claims Check?
Yes – that is exactly the goal. Our check helps to identify potentially risky statements and replace them with verifiable, clear communication. The result is a credible sustainability strategy – beyond buzzwords.
Advantages for companies
With the Green Claims Packaging Check you benefit from:
- Legal protection and risk reduction
- Greater trust among consumers and partners
- More clarity for internal teams (marketing, purchasing, CSR)
- Better preparation for statutory inspection obligations
- More efficient communication of sustainable services
A clear green claim becomes a strength – not a risk.
Conclusion: Communicating sustainability – but the right way
The EU Green Claims Directive makes it clear: sustainability needs evidence. Anyone who communicates environmental benefits must also be able to prove them. For brands, this means thinking strategically, formulating clearly and providing clear evidence.
We accompany you on this journey – with expertise in packaging, brand communication and sustainability consulting.